Finding the Right Job for Your Product
Apr 1, 2007
April 2007, MIT Sloan Management Review
An organization's market segmentation scheme helps determine what products a company develops, how they are brought to market, and how large they believe the market opportunities to be. In this article, Clayton Christensen explains that segmentation based on demographics or product category is a poor indicator of customer behavior. Rather, he says, customers "just find themselves needing to get things done." He supports the argument that jobs-based thinking is the key to market segmentation success.
